1. @maciejolpinski
remix likes to
repeat itself
creative repetitiveness in online video advertising
!
maciejolpinski.com

2. in the last episode....

3. in the auction
everybody’s equal
myth of
planning
multiple creatives
and optimisation
1.
2.
3.

4. advertisingbudget
number of advertisers
99%
of advertising industry experiences
with video happened here

5. media
house
creative

6. agency/

7. production
house client
targetingcreative action
TRADITIONAL

8. MODEL

9. 3

10. CONS

11. OF

12. TRADITIONAL

13. MODEL
overspecialization
“I don’t do media buys”,“call the creatives”,
“social media? we have an agency for that”
costs
“we also need license for the internet and lunch
for the extras ”
limited feedback loops
“could you please send me the impressions report
from last month, I’m making a report for a client”

14. youtube.com/watch?v=AZMT2DNV6jI
title

15. ‘file_name’
‘listen,

16. don’t

17. interrupt’

18. file_name_15s_v1
comments?

19. cool

20. but

21.
won’t

22. respond,

23. we

24. do
social

25. on

26. facebook
youtube.com/watch?v=KLNFpoqFZ08

27. www.press.pl/newsy/reklama/pokaz/42051,Papaya-Films-
wyprodukuje-spoty-dla-Bialegostoku
cost:
40k
USD
1 x spot 30 s
1 x spot 8 s
how

28. much

29. does

30. a

31. video

32. cost?

33. “Najsztub Słucha”“20m2 Łukasza” vs
production

34. cost

35. is

36. important
youtube.com/20m2lukasza tvnplayer.pl/programy-online/
najsztub-slucha-odcinki,1010/

37. youtube.com/watch?v=prGofMpO8zg youtube.com/watch?v=AspJ1AXSUfc
original version remix version
it’s

38. getting

39. harder

40. to

41. ‘plan’

42. on

43. YouTube

44. advertisingbudget
number of advertisers
let’s

45. forget

46. about
this

47. segment
video ads for 40k USD and more

48. number of advertisers
...

49. let’s

50. start

51. from

52. the

53. end
what can I do for $40?

54. number of advertisers
IKEA

55. for

56. video

57. ads
traditional ad industry is like
‘custom made furniture’
in the long tail we need:

58. number of advertisers
cheap
self-served
quick easy to assemble
aesthetic
repetitive
is

59. it

60. really

61. an

62. issue?

63. #studio
#actors
#light
#makeup
#script
#professionalism
#linearity
#meme
#viral
#filter
#remix
#vlog
#music video
#authenticity
ads imitate content
but onYouTube ads still imitate ‘old’ content

64. URL: www.testedilegno.eu/lato-b/unalibreria/
how could
advertising
look like?
remix

65. cost:
20
USD

66. kinetic typography
actors
stop motion video
Wybieramy odpowiedni format klipu z
‘drawing hand’
STEP

67. #1
cena:
$5-$10
USD

68. Contact the seller to receive customization instructions
KROK

69. #2

70. Wait for final delivery and review the order
KROK

71. #3
~ 2 - 3 days

72. ‘GIG ECONOMY’ - a better agency model?
TRANSPARENCY
TIME
PRICE
SIMPLE

73. OFFER

74. homepage
in-search
custom gadgets on
YouTube
in-stream in-display
in-stream
reservation
let’s

75. talk

76. about

77. ad

78. formats...

79. in-searchin-stream in-display
only

80. 3

81. formats

82. really

83. count
auction + feedback + mobile

84. a

85. client

86. proposal
today

87. video-leafletvideo-text
source
media
template
adwords ad text + landing
page
kinetic typography
existing printed leaflets
remarketing + InStream
+ geography
client

88. proposal
how could it look like tomorrow?

89. number of advertisers
creative
remix
creative
‘let’s shoot a video’

90. time
quality
quality required in the
high end of the market
quality required in the low
end of a completely new
market
‘sustaining

91. innovation’
‘disruptive

92. innovation’
‘innovator’s dilemma’
are we
here?

93. find
clients for a
product
and not a
product for clients
Clayton Christensen - “Innovator’s Dilemma”

94. coming to the end...

95. www.maciejolpinski.com/newsletter
maciejolpinski.com
to

96. be

97. continued

98. ...